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Expectancy Theory proposes that a person will decide to behave or act in a certain way because they are motivated to select a specific behavior over other behaviors due to what they expect the result of that selected behavior will be.[1] In essence, the motivation of the behavior selection is determined by the desirability of the outcome. However, at the core of the theory is the cognitive process of how an individual processes the different motivational elements. This is done before making the ultimate choice. The outcome is not the sole determining factor in making the decision of how to behave.[1]

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if "The motivation of the behaviour selection determined by the desirability of the outcome",
then, inciting desire to the outcome would be the main agenda to motivate individual to induce behaviour.
How do you then incite desire towards Good Virtue and Noble Character?
None other than repetitive and coercive reminder of the outcome of having a Good Virtue and Noble Character.
and those cognitive catalyst towards outcome are none other than constant reminders of Jannah and Jahannam.

Thus, inciting desire towards outcome, motivate a behaviour.
A Good and Noble Behaviour.